Climate change is widespread, rapid, and intensifying.

Recent reports have warned us: it’s now or never to ensure a livable future.

EDF strives to deliver renewable solutions to lead the transition to a sustainable energy future. Fighting the climate crisis is as the heart of their brand mission and they asked us how we could help promote this engagement and their core values on their social media platforms.

#DLD is a # that creates an expiration date for every one of EDF’s social posts, so they don’t live forever and most importantly don’t end up on data servers.

Because today’s digital activity, and the energy required to run the data servers is directly creating an “invisible” pollution that is intensifying the climate crisis.

With #DLD, EDF can now choose the month on which they wish to see their social media posts disappear.

Ensuring their tweets never becomes obsolete, but most importantly, that they don’t end up contributing to the growing digital pollution.

Share a tweet in April with the #DLDJune, it will automatically disappear on June 30th.

An easy and intuitive idea that created a whole new and conscious way of sharing online with 0 investment.

A tool that even peeked Twitter’s interest to co-create a dedicated DLD widget on its platform that helps automate the deletion.

Every “energy” brand is talking about the importance of reducing the world’s carbon footprint, but by constantly posting and tweeting about it, they are directly contributing to the problem through their digital activity.

Our strategy was to come up with an idea that wouldn’t only point out the issue but would help solve it.

An idea that also didn’t rely on a single event to “clean” an amount of our existing digital pollution but created a new “tool” that enabled internet users to reduce their carbon footprint while staying connected.

Implementing the #DLD is very easy.

There a two possibilities :

• At the end of each month, the CM uses his search engine to select the #DLD posts of the month (For ex: #DLDMarch at the end of March) to delete all the tweets or posts with that #. Super satisfying!

• The CM can also use a Twitter connect and the DLD widget to simply add the expiration date on his tweet. The widget will then automatically delete that tweet on the set expiration date.

More than 50K tweets and posts were deleted since the #DLD was launched and in 3 years’ time more than 200K with #DLD are expected to disappear.

The idea made headlines on key media like BFM, Frances’ national and main news broadcaster and Twitter France helped us co-developed a specific widget that allows users to automate the #DLD system on all their tweets.

My Money Bank was one of the first brands to join the DLD movement and many more are working on implementing it to their platforms.